To improve customer experience, marketers generate content and information that engages customers and compels conversion. They rely on data collected from different sources to understand customer experience, preferences and behavior. However, collecting data alone is not enough. It’s important to take several steps to transform it into something useful. Here are four ways marketers can convert data into actionable insights to improve customer experience.
1- Conduct interviews to get customer feedback
Quantitative data is very effective to find out which marketing strategies worked and identify areas of improvement. However, no statistic can explain why your campaign succeeded better than the customer who decided to convert, either by making a purchase or requesting more information. Reaching out to customers to find out what triggered their action will add context to quantitative metrics. It’s necessary to carry out a few interviews for each customer segment using your product. What works for one customer may not work for another. To get clear trends from your data, it is important to collect information from a sizeable sample of your target audience.
While conducting interviews, the key is to get to know the various user groups and analyze the product usage for each customer segment. If your goal is to improve overall product, you’ll need information about various categories of users. If your goal is to only improve a specific feature, you can subset user groups. You can send out a survey or email asking if recipients are interested in having a conversation, get feedback about what’s working and what needs improvement.
2- Analyze data to understand customer experience
Segmentation and personalization are great ways to understand different sections of your target market and identify suitable content for each group based on what made similar customers convert. It’s important to know which customer segments you are trying to attract. Are they all satisfied with the customer experience? Do they have similar engagement levels with your product or site? Analyzing how different users interacted with different parts of your website (content, landing pages, product usage) and how it moved them further the conversion funnel will tell you what’s working. You can also dig into customer complaints and bug tickets to understand which parts of your product pose a difficulty to your customers.
3- Identify inactive customers to bring them back
Sometimes users convert into customers but become inactive over a period of time. When someone converts a couple of times but doesn’t return, there may be a chance to capture the customer again by analyzing the conversion path he/she took. Analyze your quantitative data to figure out what might be happening, conduct interview and A/B testing experiments. Once you’ve identified why your customers aren’t returning, fix that problem in your product and reach out to them about the updates to get them back.
4- Analyze acquisition data to monitor progress
Which part of your conversion funnel is introduced to a customer first is a crucial factor that affects customer experience. The first point of exposure of a customer to your company is also the most important, so it’s necessary to find out which channels are really working to attract new or repeat customers. Once you’ve identified your most effective channels, you can direct most of your efforts and resources on them.
If you track customer from various channels over time, you can identify which channels perform the best. Google Analytics is a good, free tool to track these measurements. Most small businesses and bloggers start with Google Analytics, and subscribe to a more robust third-party tool once they begin monetizing their product or service.
The more data available to your business, the easier it is for you to make decisions, identify areas of improvement and respond quickly. It’s not just about raw data analysis. It’s important to extract meaningful insights from your data, that can be applied to improve customer experience and bring tangible benefits to your business.